Marketing & Consumers
Category Archive

You Must Own Your Reputation: Networking, Entrepreneurship and Reputation

November 20, 2012 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, EntrepreneurshipComments (0)

By Jim Pulcrano Reputation is owned by the people who gossip about you1.   You might also like: Reinvention: Critical to Business Success, but not Always Obvious Conflict Contagion: A Virus to Watch and Treat Early Strategic Transformation at Tennis Canada Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige Innovation Strategy

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Reclaiming the Battlefield of Consumer Influence

September 20, 2012 • STRATEGY & MANAGEMENT, INNOVATION, Global Business, Marketing & Consumers, Delivering Innovation - Accenture Research, Emerging IdeasComments (0)

By Paul F. Nunes and Joshua B. Bellin Companies are increasingly finding their marketing messages contradicted – or worse, turned against them – by a new set of “advisers.” These online channels, including TripAdvisor, and many more,

Gamifying E-Commerce: Gaming and Social-Networking Induced Loyalty

September 20, 2012 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Business Mobility & E-CommerceComments (1)

By Yasmin Razavi, Bernard Ho and Mark S. Fox Introduction and Motivation Customer loyalty has been an ongoing concern of retail companies and with the onset of the internet it has become even more important. The internet has led to decreasing loyalty among

Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

July 22, 2012 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Laurence Vincent Though an act of pure fiction, there were three magical minutes of television that reminded many of us who make our careers in the world of branding why we do what we do. Don Draper, the dashing but often mysterious protagonist of Mad Men,

Making China Your Top Priority

July 22, 2012 • STRATEGY & MANAGEMENT, INNOVATION, Global Business, Marketing & Consumers, Delivering Innovation - Accenture ResearchComments (0)

By Gong Li, Henry Egan and Andrew Sleigh Companies have never had such an array of options when it comes to investment opportunities in the emerging world. However, as businesses rush to expand their geographic footprint in the next wave of emerging markets,

Reinventing Professional Services: Building Your Business in the Digital Marketplace

May 20, 2012 • INNOVATION, TECHNOLOGY, Marketing & Consumers, Business Mobility & E-Commerce, Emerging Ideas, EntrepreneurshipComments (0)

By Ari Kaplan The technological landscape has reshaped the way white collar workers cultivate and promote their businesses. This article offers insights on taking advantage of enterprising techniques to stand out and reinvent yourself as an insightful

Mapping Human Behavior for Business

May 20, 2012 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Alexander Bentley, Mark Earls and Michael J. O’Brien Brand data often show that “I’ll have what she’s having” is a better default setting than “I’ll select the rational option.” But when everyone just shrugs and says, “I’ll have what

Good Profits and Growth How Net Promoter Helps Companies Thrive in a Customer-Driven World

March 22, 2012 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (0)

By Fred Reichheld, Rob Markey and Andreas Dullweber Companies are now finding that the only path to sustainable growth lies through “good profits” and long-term customer loyalty. The Net Promoter® system enables executives to rigorously measure customer

The Need For Reputation Management Capabilities

November 24, 2011 • STRATEGY & MANAGEMENT, Marketing & Consumers, Social ImpactComments (1)

By Daniel Diermeier Maintaining a strong reputation is critical for a company’s sustained success. Yet, almost every day a new crisis makes the headlines. These developments indicate a fundamental misalignment between growing reputational risk and its

Hidden Needs Analysis: Creating Breakthrough Products

May 20, 2011 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Digital Transformation, Editors' PickComments (0)

An Interview with Keith Goffin The clear identification of customer needs is a fundamental part of successful innovation and most organizations aim to develop a deep customer understanding. However, the methods that most companies use for their market